Carlos Vela x Kaiser Permanente Player Endorsement

Know your audience.

In 2020, the world changed as we knew it. And when the first-ever COVID-19 vaccine became available, there was hesitation among some, but especially within the Latino community which generally saw an average of 11% less vaccinations. Hispanics in rural areas often face barriers to COVID-19 vaccination, linked to unreliable sources of information, social media misinformation, and mistrust.

As a leading healthcare provider and an objective of increasing the number of COVID-19 vaccinations across the Latino demographic in Los Angeles, Kaiser Permanente supplemented their founding team partnership with LAFC to work with Mexican footballer, Carlos Vela, to promote vaccine education within the Latino community.

Controversial in nature, this endorsement represented more than vaccination among the Latino community, but also helped to encourage vaccinations among the general population and within the athletic community.

The endorsement included digital/social spots, regional broadcast spots, OOH media and virtual appearances by Carlos Vela to speak (in English & Español) to the importance of vaccines for both adults and children. Given the success, a partnership between the two has continued for 4 years since - continuing to provide ongoing value and consistency to the brand.